Social Commerce Part I: The Latest Scoop

Social Commerce Part I: The Latest Scoop

Door Arlette Haak
Do you remember the time in which social media were only intended to convey your brand identity and to bond with your consumers? As we all know, that time is long gone. Through the shift from engagement to performance, we now have the opportunity to get in touch with the consumer and boosting the number of sales via social media at the same time. We will take you through the success story of Social Commerce in three parts. Read along for the latest scoop on this topic in part one - and keep an eye out for part two and three, coming soon.

A little intro of Social Commerce
As you know, every extra step, click, mouse scroll and page load in the customer journey could provide a reason for potential shoppers to bail out. Here, Social Commerce could offer a solution for these missed opportunities. It doesn’t only facilitate the interaction with your brand, but it also enables direct purchases. This makes the journey to the check-out more natural, personal and, above all, a lot easier – that doesn’t sound too bad, right?
For the skeptics to whom the above sounds too good to be true: we’ve gathered some data to back up the benefits of Social Commerce…

Again, sounds pretty good, no?
Channels for this year
If you’re intrigued by Social Commerce, let’s get right down to it and dive into the possibilities we have today.
Where better to start than Instagram? It’s one of the fastest developing channels when it comes to commerce. At the moment, we already have ‘Shoppable Posts’, ‘Shoppable Stories’ and a ‘Shopping’ channel in the app’s ‘Explore’ section. Just take a look:

The best part of the Shopping channel in the app’s ‘Explore’ section? Users don’t even need to be following your brand to see your products in this feed. If Instagram thinks your product is relevant for the potential buyer, they’ll show it to them. All hail intelligent algorithms!
To facilitate the shopping experience even more, Instagram is busy rolling out so-called native payments, together with Facebook. This will allow users from all over the world to store their card details within the app and check-out by simply using a fingerprint or a pincode. The results are promising, as currently 75% of users who take an action after seeing a business post (i.e. visit a website, search, shop or tell a friend).
When we say Instagram, you say… Facebook, of course. On Facebook, you now can integrate a ‘Shop’ tab on your Facebook Page, enabling your customers to scroll through your products directly on Facebook.

The most interesting thing about Facebook Shop? Posts and ads are no longer just images or embedded links to your site – they’re a direct showcase of your products to a specific audience.

It gets even better: in the USA, customers can already buy products on Facebook directly, without a visit to the webshop.
Pinterest has been around for years and has made a huge leap in its possibilities for brands, so if it wasn’t on your radar so far, better put it on there. If you are using Shopify, BigCommerce or Salesforce Commerce Cloud, you could set-up Buyable Pins on Pinterest:

As a next step into Social Commerce, Pinterest has introduced the new feature of ‘Shop the Look’. This allows users to tap on a Pin in order to get inspired with products of the brand and they generate nearly 40% more clicks to webshops.

In the Netherlands and Belgium, we’ve been waiting for a while to get our hands on their advertising possibilities. But we’re (almost) finally here: the first Dutch Pinterest test campaign started in February, with the honor going to Dutch brand Scotch & Soda, and we at Dorst & Lesser are now setting up the first campaigns for our clients. Exciting times ahead!
Don’t forget about Snapchat as a social touchpoint, especially if your target audience consists of Gen Z and younger people.
The platform has joined forces with Amazon and has started testing visual search shopping. This feature makes it able to recognize products in real life. Using the Snapchat camera, the product appears with an Amazon shopping link to order it directly, putting AI product recognition to good use.

Another feature of Snapchat is the collection ad. This advertising variant consists of one visual, supplemented with products from the catalog. The advantage? The user doesn’t have to leave the advertisement to discover more products he or she might like.

Snapchat has tested the collection ad together with other major brands – with striking results: a 17% higher engagement rate would be achieved compared to a normal Snapchat advertisement.
Last, but not least: there are rumours about e-commerce options in YouTube ads… Of course, we’ll keep you informed as soon as we know more.
Make it work!
The main takeaway from this blog? Social Commerce is giving brands a lot of features and possibilities in 2019 and beyond. In my next blog, I would like to tell you more about how to make it work (and what not to do) to grow your e-commerce. To be continued 🙋‍♀️

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